Russ Edwards School

The Background

In 2022, Assiniboine Community College revealed a historic development — the naming of the Russ Edwards School of Agriculture & Environment. This recognition was accompanied by a significant $4 million gift from Russ Edwards, founder of WGI Westman Group and a leader in the business community for nearly half a century. WGI Westman Group, under Edwards’ guidance, has become one of Canada’s largest steel product manufacturers. This marks the first time the college has named an academic school after an individual. Simultaneously, the college is in the midst of a capital campaign for the Prairie Innovation Centre, and emphasized that the Edwards School represents its programs, not the building itself.

The Opportunity

Assiniboine Community College engaged Relish to help finesse the name, create a brand and develop a comprehensive plan for launching and communicating the Russ Edwards School of Agriculture & Environment to diverse audiences. This included conveying the school’s importance and relevance to the province, along with a vital transition plan for seamless adoption.

Relish also guided the institution in sustaining momentum after the launch, providing creative concepts for a student recruitment campaign. Another crucial objective couched within the brand identity document was guidelines for integrating the brand within Assiniboine Community College subprograms and department, capturing the essence of the newly named school and aligning it with Assiniboine’s overarching objectives.

The Result

The result is an intelligent brand platform that engages new students, alumni, and donors, showcasing the successful execution of Assiniboine College’s diverse objectives for the Russ Edwards School of Agriculture & Environment.